Forget the USP – it’s all about communicating your SSP

The professional services USP may be close to extinction… but that doesn’t mean you should give up on your mission to differentiate your firm. Instead, focus on your SSP.

As featured in PM Forum's magazine in April, we argue that even though it’s becoming increasingly hard for professional services firms to stand out from the crowd, there are still lots of ways to communicate what differentiates your business by focusing on your strategic selling point (SSP).